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-The largest platform of voluntary public interaction-
One of the largest means of mass-influence through visual, inter-personal, associative, distribution, and purchasing power abilities provides an ideal and unique opportunity to infuse sustainability principles. Through these principles, the owner, builder, or developer sets a precedence to not only set the building apart amongst its competitors, but to provide a new level of appreciation for the patrons which will return the favor through sustained experience - invaluable in a dynamic and economically driven market.
Whether a remodel or a shell construction from the ground up, infusing creative principles that pertain to qualities beyond "immediate satisfaction" benefits the:
The retail market is volatile - heavily dependent on current economic conditions, fast-changing trends, and most importantly the psychology of a society willing to put their money where their heart is. Brand loyalty will take a product only so far as a return of the same from the product to its customer. But because you cannot predict who will come out with the better product (or worse yet, bought off the internet with little to no overhead), the retail business must think outside the box. Psychology, or more specifically neurology may give some clues as to what retailers need to be concerned about in the new era of "selling."
The New York Time's article Say the Right Name and They Light Up talks about this very thing - what determines a customer's loyalty. According to the article, a study was performed in Tokyo to find what happens in the brain due to a particular store, brand, or name. The conclusion was that "to win brand loyalty, companies need to establish strong emotional bonds with their customers. Moreover, this builds one transaction at a time, involving face-to-face contacts. 'A brand is more than a virtual symbol in the marketplace, it has a face of the people who interact in the marketplace.' "
In this sense, infusing principles that are shared by "the people who interact in the marketplace," the product (or in this case the tenant) will appear to be more in tune with its customer-base. More in tune means more profit, more profit means longevity even in times when market conditions would dictate otherwise.
Further references:
Daylight and Retail Sales - a study of performance by Heschong Mohone Group, Inc.
Skylighting and Retail Sales - a study of human performance by Heschong Mohone Group, Inc.